Cherokee Launches E-commerce in China

— February 11, 2013

Cherokee Inc. reports that through its partnership with RT Mart, one of the fastest-growing retailers in China, it has launched an online Cherokee store on China's largest e-commerce website, Tmall.com. Cherokee will join the ranks of Gap, UNIQLO, Adidas, Levi's and many other leading brands that have all opened retail storefronts on Tmall.com.

Tmall.com, formerly Taobao Mall, provides a platform for local Chinese and International businesses to sell quality brand-name goods to consumers in mainland China, Hong Kong, Macau and Taiwan. Apparel has long been one of the top-selling categories on Tmall.com. In 2012, Tmall.com's total apparel sales reached approximately $9 billion.

Cherokee's affordable fashion lifestyle products were first introduced in China by RT Mart in April 2010 and are currently featured in 221 RT Mart stores throughout the country. RT Mart now joins other leading retailers leveraging the fast-growing e-commerce movement in China by offering Cherokee men's, women's and children's apparel online. Additional categories may be added to the online flagship storefront in the future.

Cherokee lifestyle-branded products are sold in more than 40 countries worldwide with global retail sales approaching $2 billion. This success has in large part been driven by retail partners like RT Mart that focus on the regional requirements and needs of their consumers. Cherokee and RT Mart have identified that in order to address the ever-changing and developing Chinese consumer's needs it is essential that they offer an e-commerce solution that provides affordable, high-quality products to consumers of all ages.

"The expansion with Tmall.com is another exciting step in the evolution towards establishing the Cherokee brand amongst Chinese consumers," said Henry Stupp, CEO of Cherokee. "RT Mart is an exceptional brick-and-mortar retail partner and Tmall is a clear leader in China's internet retail space. Their combined efforts, along with Cherokee's top-quality, affordable lifestyle products, will enable us to interact directly with Chinese consumers as well as quickly respond to our Chinese consumers' needs while simultaneously positioning the Cherokee brand for long-term growth."

RT Mart president, Peter Huang, furthered Stupp's sentiments. "The launch of the Cherokee online flagship store on Tmall.com is a very important milestone for both RT Mart and Cherokee. Since its launch in our stores in 2010, the Cherokee brand has been a great success, providing the Chinese consumer with truly differentiated, casual, comfortable products that stand apart from clothing lines sold in other hypermarkets. Now with an online Cherokee flagship store we will be able to expand our customer base as well as continue to enhance and grow the Cherokee brand in China."